| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 106 === In recent years, the rise of a unique form of social media has been recognized as a "live video platform" with the popularization of the Internet, mobile devices and changes in consumption patterns. Internet users are more likely to gain popularity through social platforms. And that created a prosperity of internet celebrity, even formed the "Internet Celebrity Economy", as "Fan economy". The appearance of self-media has impacted the traditional-media ecology, but it is a new sales- opportunity for some stores or businesses. It is a sales-action that can interact with consumers and can be promoted with the most widely used marketing tactics of "Keyword Marketing". It is the most popular marketing method for new e-commerce in recent days. Since the "Live Broadcast" and "Internet Celebrity Economy" have only emerged in the recent two years, the expansion of the Asian region has begun, and even the foreign community has not yet popularized the Internet Celebrity Economy Culture. Therefore, the relevant research literature has been extremely few in the past. This research based on the degree of advertisement involvement to information search behavior, and adds variable factors such as Internet Celebrity Endorsements of the latest trend topics and Social Media Broadcast variable factors as the variables of usage scenarios. To explore the factors Influencing keyword search intention under the Internet Celebrity Economy.
This study used questionnaires to conduct research and analysis. After analysis of the research results, it was confirmed that the higher the degree of involvement in advertising, the higher the awareness of keywords, and the higher the awareness of keywords, the higher the keyword search intention. In addition, there is a positive impact on the endorsement of the Internet Celebrity, and not only the attractiveness, preference, familiarity, reliability, and professionalism of the Internet Celebrity Endorsement can be effectively improved. However, in the context of the use of the live-endorsement of the Internet Celebrity, people pay more attention to the feelings of favor for Internet Celebrity, do not require attractive or familiar, do not need to fully understand professional or reliable information, and then have to have Higher keyword awareness. In addition, the virtual community is more effective in helping people to aware keywords than the passing time and behavior of the social media live broadcast. Through the discussion of the virtual community, we can increase the audience's attractiveness for Internet Celebrity Endorsements, but it will not affect the familiarity and preference of the existing online Internet Celebrity Endorsement. Not only that, such discussions can be more effective. Increase the reliability and professionalism of Internet Celebrity Endorsement's messages. If the Internet Celebrity Endorsement has been quite professional, it will relatively reduce the audience's uncertainty about the product, which will lead to a lack of information search intentions.
In addition, this study found that through grouping, there are people who have watched the Internet Celebrity Endorsement experience, in the case of a higher degree of advertising involvement, will be more concerned about the degree of attraction and familiarity of Internet Celebrity Endorsement. Under the regulation of the virtual community, feedback will be given because of the more attractive, reliable Internet Celebrity Endorsement, and even higher keyword awareness. In terms of gender, Men are more concerned about the familiarity of Internet Celebrity Endorsement than Women and have a higher degree of keyword awareness than women. According to the research results of this study, it is hoped that it will contribute more to academics, and in practice, it is hoped that it will be helpful to operators of Internet Celebrity Economy, keyword marketing, and search engine optimization.
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